International SEO - Expand Your Business & Grow Organically

•

2 likes•517 views

Covering some aspects from "why" to "how", to expand and grow your business internationally. It covers: 1. How to find potential opportunity for expansion 2. Deciding on web structure 3. Making experience local for better user and search engine experience

Marketing

Nitin Manchanda
Global Head of SEO
SEO Consultant
SEO Speaker at Online/Ofﬂine Events
Webinar Host at SEMrush

Identify languages
and countries which
are already bringing
trafﬁc to your site
Source: GA > Audience > Geo > Language/Location

Identify markets your competitors are already present in,
but you don’t!
Source: SEMrush > Marketing Insights > Trafﬁc Analysis

Make sure you’ve sufﬁcient demand!
Source: SEMrush > Keyword Analytics > Keyword Magic Tool

Also ensure
The expansion plan aligns with the overall
strategy.
You’ve enough resources to work on it.

6500+
23
Languages in the world spoken today

63%
German
Languages in Switzerland
25
22.7%
French
8.4%
Italian
5.9%
Romansh &
Others

Non-local experience can
hurt CTR, UX, Conversions
and essentially Rankings

Check misalignment issues for your domain

Emulate any location to verify
(VPN or Chrome Dev Tools can help)

Geolocate sub-domains/sub-directories in GSC
to target country
P.S Do nothing in case of ccTLDs, as they’ve country targeting as an implicit feature!

Auto redirects = Bad User/Search-Engine Experience

Localize everything - URLs,
title, meta tags, navigation
& everything else user might
be interacting with

Use HTML lang attribute to indicate the content language

Some Rules
Every page should include itself in the list, with respective
language-country code
Hreﬂang tags should be reciprocal i.e If A is linking B as an alternate
version, B should have A as the alternate version
Use ISO 639-1 values for Languages and ISO 3166-1 for Countries
[Optional] Use x-default to indicate the fallback domain option

Hreﬂang can also be
implemented using XML
sitemaps or HTTP headers

Be very careful
Double verify it before going live!

Some Interesting Articles
https://www.onely.com/blog/ultimate-guide-to-international-seo/
https://www.semrush.com/blog/7-ways-to-fail-at-international-seo/

50
Nitin Manchanda
Thank you!
@_nitman
nitman

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1. Hello, World!

2. User-agent: * Allow: /planet-earth

3. Nitin Manchanda Global Head of SEO SEO Consultant SEO Speaker at Online/Ofﬂine Events Webinar Host at SEMrush

4. Experienced International SEO

5. 55 65 Markets Domain Instances 5

6. 24 26 Markets Domain Instances 6

8. Let’s get started!

9. #1

10. Find the Target Market(s)

11.

12. Identify languages and countries which are already bringing trafﬁc to your site Source: GA > Audience > Geo > Language/Location

13. Identify markets your competitors are already present in, but you don’t! Source: SEMrush > Marketing Insights > Trafﬁc Analysis

14. Make sure you’ve sufﬁcient demand! Source: SEMrush > Keyword Analytics > Keyword Magic Tool

15. Convinced about the Opportunity?

16. Also ensure The expansion plan aligns with the overall strategy. You’ve enough resources to work on it.

17. Yay! Time to expand!

18. #2

19. Decide on Web Structure

20. Cookies / Scripts

21. URL Parameters

22. ccTLDs vs Subdirectories vs Subdomains

23. 6500+ 23 Languages in the world spoken today

24. 22 24 Languages in India

25. 63% German Languages in Switzerland 25 22.7% French 8.4% Italian 5.9% Romansh & Others

26. Language Targeting

27. Subdirectories vs Subdomains

28. Yay! Web Structure is Decided

29. #3

30. Go Local

31. Ensure local experience for the users

32. Non-local experience can hurt CTR, UX, Conversions and essentially Rankings

33. Check misalignment issues for your domain

34. Emulate any location to verify (VPN or Chrome Dev Tools can help)

35. Geolocate sub-domains/sub-directories in GSC to target country P.S Do nothing in case of ccTLDs, as they’ve country targeting as an implicit feature!

36. Auto redirects

37. Auto redirects

38. Auto redirects = Bad User/Search-Engine Experience

39. Instead, suggest the local version

40. Localize everything - URLs, title, meta tags, navigation & everything else user might be interacting with

41.

42.

43. Use HTML lang attribute to indicate the content language

44. Use hreﬂang to indicate the alternative

45. Some Rules Every page should include itself in the list, with respective language-country code Hreﬂang tags should be reciprocal i.e If A is linking B as an alternate version, B should have A as the alternate version Use ISO 639-1 values for Languages and ISO 3166-1 for Countries [Optional] Use x-default to indicate the fallback domain option

46. Hreﬂang can also be implemented using XML sitemaps or HTTP headers

47. Be very careful Double verify it before going live!

48.

49. Some Interesting Articles https://www.onely.com/blog/ultimate-guide-to-international-seo/ https://www.semrush.com/blog/7-ways-to-fail-at-international-seo/

50. 50 Nitin Manchanda Thank you! @_nitman nitman

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